During the half-time break of the Super Bowl, airing Sunday, February 5 on the ABC Television Network, ABC Marketing is gearing up to get even more people addicted to the hit drama Lost and to watch along with major athletes who are ‘getting into the game' with Desperate Housewives. In addition, for the first time ABC will broadcast several of its on-air promotional campaigns in HDTV.

Show promos in HDTV will include Lost, Desperate Housewives, The Evidence, Grey's Anatomy and Sons & Daughters.

In a new on-air promotion for Lost, the music of late rock icon Robert Palmer will be featured, along with clips from the show and portions of his legendary music video, Addicted to Love – in which Palmer appears with a group of beautiful brunettes playing guitars. This footage is intertwined to promote the ABC show, with the new lyrics, "Addicted to Lost." The 60-second promo will be shown in HDTV and will air only once during the half-time break. After that, viewers can log on to ABC.com. to see it again.

Robert Palmer was an icon in the 1980s and remains so today. His combination of thumping bass, powerful electric guitar-punching elements and semi-soulful vocals made him one of the most popular performers of his day.

Mike Benson and Marla Provencio, senior vice presidents Marketing for ABC Entertainment, worked with Universal Music Enterprises and the estate of Palmer to obtain the rights to use the music for this highly stylized promo.

The ‘Get into the Game' Desperate Housewives on-air promo features NBA champion Shaquille O'Neal, USC quarterback Matt Leinart, skateboard champion Tony Hawk, world boxing champion Sugar Ray Leonard and Playboy entrepreneur Hugh Hefner. Filmed in various locations around Los Angeles, including the Playboy Mansion, the promo takes a humorous look at the way men feel about all the goings on at Wisteria Lane and the housewives on Desperate Housewives.

Brian B. at Movieweb
Brian B.